HOBOKEN, N.J. – Today, beauty brand Dove announced Back Her Game, a nationwide search to find one girls' sports team winning in joy and confidence and bring them to Brazil to attend the FIFA Women's World Cup 2027. Dove is looking for teams that are creating supportive environments where girls can build confidence, feel like they belong and, most importantly, find joy in playing the sports they love. The winning team will be awarded a once in a lifetime trip to Brazil for the FIFA Women's World Cup 2027. Together, Dove, Kylie Kelce and soccer legends like Mia Hamm and Alyssa Thompson hope to #KeepHerConfident by showing one team firsthand what they can achieve by staying in the game.
Key Takeaways:
- How to enter: From September 23 through October 4, 2026, eligible adult head or assistant coaches of current girls' sports teams comprised of players between the ages of 13 and 18 years old (inclusive) in the 50 United States/DC can enter by posting a public in-feed video sharing how their team brings confidence to the field on Instagram or TikTok, tagging @dove and using #KeepHerConfident and #Contest in the caption, subject to the Official Rules at unileversweepsrules.com/dovecontest.
- What Dove is looking for: Dove will select the team whose coach's submission most authentically showcases the joy and confidence they bring to their sport.
- What the winning team receives: The winning team will receive a trip to Brazil for the FIFA Women's World Cup 2027™ (including hotel accommodations and a check to use towards airfare), new team kits, and a Dove Body Confident Sport session with a Dove Self-Esteem Project educator to empower the team to celebrate what their bodies can do. See Official Rules for complete Grand Prize details.
Why Dove is Working to Keep Girls in Sports
The campaign builds on the broader Dove commitment to help keep girls confident and in the game, after Dove research found 1 in 2 girls who quit sports have been criticized for their body type. Dove Body Confident Sport is a free, evidence-based program from the Dove Self-Esteem Project designed to give coaches the tools to build body confidence among girls ages 11-17 and help create more supportive sports environments.
"Girls deserve to experience everything sports can provide them: joy, confidence, connection and belonging. Through Dove Body Confident Sport and the Dove Self-Esteem Project, we're helping give coaches and families tools to keep girls confident and in the game. As an official sponsor of the FIFA Women's World Cup 2027™, we're excited to celebrate the teams already creating that kind of environment and give them an inspiring experience they'll never forget," said Melissa Grevstad, Head of Purpose, Dove US.
"Sports can give girls so much - friendship, confidence, teamwork, and memories that stay with them for life - but that only happens when they feel supported enough to keep playing. As a coach, I love that this campaign shines a light on girls' sports teams that show up for each other to remind girls everywhere that they belong on the field exactly as they are," said Kylie Kelce, longtime Dove partner, mom of four and coach.
For many girls, sports can be a source of joy, confidence, community, and belonging. But appearance pressure and body criticism can also affect whether girls feel comfortable staying in the game. Join Dove and visit Dove.com/bodyconfidentsport to help keep her playing with confidence. For more details and official entry rules on how to enter Back Her Game visit unileversweepsrules.com/dovecontest.
